The Super Bowl isn’t just about football—it’s also the biggest stage for advertisers. With over 113 million viewers tuning in, brands battled for attention before, during, and after the game. This year, companies leveraged a ‘spike and sustain’ strategy, releasing teasers and extended versions ahead of the event to maximize impact. Let’s break down the standout commercials and what made them effective.
The Pre-Game Favorites
Brands didn’t wait until kickoff to capture attention. By midday Sunday, over 40 ads had already been released, with some rising above the rest:
A young Clydesdale foal, eager to prove himself, embarks on a journey to deliver a lost keg. This heartwarming narrative resonated with audiences and ranked as a pre-game favorite.
Featuring players mentoring kids, this ad struck an emotional chord, inspiring warmth, pride, and motivation.
With celebrities like Matthew McConaughey and Martha Stewart, this comedic take on food delivery was one of the most talked-about spots.
The Top Ads During the Super Bowl
With ad slots costing a record $8 million for 30 seconds, brands went all out. According to USA Today’s Ad Meter, the top five Super Bowl ads were:
Budweiser – “First Delivery” (3.56/5 rating) – The same emotional foal story that dominated pre-game rankings.
LAY’S – “The Little Farmer” (3.55/5 rating) – A simple yet touching story about a potato with big dreams.
Michelob ULTRA – “The ULTRA Hustle” (3.52/5 rating) – Featuring big names like Willem Dafoe and Catherine O’Hara, this ad was both fun and memorable.
Stella Artois – “David & Dave: The Other David” (3.51/5 rating) – A humorous take featuring David Beckham and Matt Damon.
NFL – “Somebody | It Takes All of Us” (3.49/5 rating) – Continuing to stand out for its emotional impact.
Alternative Rankings: The Emotional Impact
While humor dominated many ads, purpose-driven commercials outperformed in emotional engagement. DAIVID, an AI-powered analytics firm, ranked these as the most emotionally impactful:
Key Takeaways:
Pre-Game Teasers: Brands used a ‘spike and sustain’ strategy, releasing teasers and extended ads early to maximize engagement.
Emotional Storytelling Wins: Ads like Budweiser’s “First Delivery” and NFL’s “Somebody | It Takes All of Us” resonated deeply with audiences.
Celebrity Power: Ads featuring stars like Matthew McConaughey and David Beckham drew significant attention.
Purpose-Driven Ads: Purpose-driven commercials (e.g., NFL’s mentorship theme, Pfizer’s “Knock Out”) outperformed in emotional engagement.
Record Costs: Ad slots hit $8 million for 30 seconds, pushing brands to create high-impact, memorable content.
Emotional Metrics Matter: Tools like DAIVID highlighted emotional impact as a key success factor beyond traditional rankings.
Expert Insights:
Pre-Game Buzz: Early ad releases capitalize on Super Bowl hype, sustaining engagement post-game.
Emotion Over Humor: Emotional storytelling often outperforms pure humor in creating lasting connections.
Authentic Celebrity Use: Celebrities should align with the brand’s message, as seen in Stella Artois’ ad with Beckham and Damon.
Purpose-Driven Messaging: Consumers value brands that reflect meaningful values, as shown by NFL and Pfizer.
AI for Insights: Emotional analytics (e.g., DAIVID) help refine strategies beyond traditional metrics.
Creativity + ROI: Successful ads balance high production value with relatable messaging to justify costs.
Conclusion:
Super Bowl 2025 ads highlighted emotional storytelling, celebrity appeal, and purpose-driven messaging as key to standing out. Brands that embraced pre-game buzz, emotional narratives, and meaningful values emerged as winners.
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